Melbourne Mavericks

What Melbourne Mavericks does

Melbourne Mavericks is a professional netball franchise representing Victoria in Australia's Super Netball (SSN) league. The team was established in 2024 as an expansion franchise and is governed by Netball Australia, the national governing body headquartered in Fitzroy, Victoria. Melbourne Mavericks plays its home matches at John Cain Arena in Melbourne and achieved its inaugural Super Netball finals appearance in 2026.

The organization's commercial operations center on three revenue streams: direct-to-consumer merchandise sales through an owned Shopify e-commerce store, ticket sales through the Ticketek platform, and an annual membership program offering a 10% merchandise discount and exclusive benefits. The merchandise catalog is organized into teamwear (training singlets, media polos, game day shorts, retro spray jackets), supporterwear (t-shirts, hoodies, trackpants, varsity jackets, beanies), and accessories (caps, scarves, drink bottles, Gilbert netballs, mascot plush toys), with prices ranging from $8 (hand flags) to $115+ (retro spray jackets). The store supports international shipping to approximately 25 countries and offers click-and-collect at John Cain Arena on match days.

The franchise's go-to-market relies on multi-channel fan engagement spanning a dedicated website, Instagram, Facebook, YouTube, email newsletter, and the Cobram Community Roots regional engagement initiative. Strategic partnerships span apparel co-development (New Balance, Saint), official equipment supply (Gilbert), ticketing infrastructure (Ticketek), and a tiered sponsorship stack led by Cobram Estate (Principal) and Tyrepower (Major), with Diamond partners Lean Cuisine and Natio, and Gold partners Hills and Henley. The sub-brand 'Maverick By Definition' extends into loungewear, and the organization operates as a DBA 'Mavs' across consumer touchpoints.

Name

Melbourne Mavericks

Legal name

Melbourne Mavericks

Website

https://melbournemavericks.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Melbourne Mavericks is a professional Super Netball franchise representing Victoria in Australia's top-tier netball league, generating revenue through Shopify-based merchandise sales, Ticketek ticketing, and annual memberships for netball fans.

Ownership category

akta.pro rank

Product category

Professional Sports Team

NAICS

Sports Teams and Clubs (711211), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Outdoor & Sporting Goods-Focused Catalog Department Store Retailers (CRAGAIAG)

Keywords

• Professional netball franchise
• Team merchandise retail
• Match ticket sales
• Fan membership program
• Sports apparel ecommerce

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Merchandise Sales: Direct-to-consumer merchandise sales through owned Shopify e-commerce store. Products include teamwear, supporterwear, and accessories sold at various price points from $8 to $115+ USD. Revenue generated through one-time product purchases with no subscription component.
2. Ticket Sales: Primary match ticket sales through Ticketek platform for Super Netball games at John Cain Arena.
3. Memberships: Annual and seasonal memberships offering benefits including 10% discount on merchandise, member numbers for discount codes, and access to exclusive content and game day experiences.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

Melbourne Mavericks is a professional Super Netball team representing Victoria in Australia's premier netball competition. The franchise monetizes through three primary channels: officially licensed team merchandise (teamwear, supporterwear, accessories) sold via its owned Shopify e-commerce store, match-day ticket sales distributed through Ticketek, and an annual/seasonal membership program offering 10% merchandise discounts and exclusive member benefits.

Product overview

Melbourne Mavericks is a Super Netball netball team whose primary offerings consist of physical merchandise products rather than a software platform. Their product portfolio is organized into three main categories: Teamwear (official training apparel including training singlets, media polos, game day shorts, and the Retro Spray Jacket), Supporterwear (fan apparel including t-shirts, hoodies, trackpants, jackets, and collaborative items like the New Balance Lifestyle Tee collection), and Accessories (hats, beanies, scarves, drink bottles, netballs, hand flags, and mascot merchandise). The merchandise supports the team's fan engagement and revenue activities, with products available through their Shopify-powered online store and at John Cain Arena on game days.

Differentiator

Problem solved

Functional benefit

Brands

• Maverick By Definition: Loungewear range including trackpants and quarter zip tops in signature pink color, made from 360GSM poly-cotton brushed fleece.

Products and services

• 2026 Training Singlet Official team training singlet available in multiple sizes for the 2026 Super Netball season.
• Zig Zag Training Singlet Women's and men's training singlet featuring a zig zag design pattern, part of the team's official training apparel line.
• Mavs 2026 Finals Shirt Limited edition commemorative shirt celebrating the team's inaugural finals debut in 2026.
• Retro Spray Jacket Premium parachute fabric jacket as seen on players, featuring embroidered logos for the SSN season.
• Media Polo Official team media polo worn by staff and players for media commitments, available in adult and women's cuts.
• Saint Official Mavericks Game Day Shorts Official game day shorts co-developed with Saint using recycled nylon fabric with mid-rise waistband and bonded centre back panel.
• 2026 Warm Up Top (Unisex) 2026 season warm up top with wings design in unisex fit.
• Supporter Tee Women's and youth pink supporter t-shirt for fans, part of the Maverick supporterwear collection.
• Varsity Jacket Maverick-styled varsity jacket in sapphire blue with cyan accents on cuffs, featuring embroidered MAVS wordmark and wings emblem.
• Maverick By Definition Trackpants Relaxed fit trackpants in pink made from 360GSM poly-cotton brushed fleece with ribbed cuffs.
• Maverick By Definition Quarter Zip Oversized quarter zip in pink made from 360GSM poly-cotton brushed fleece, part of the loungewear range.
• Pioneer Tee Launch tee celebrating the team's arrival and new age of netball for the 2024 SSN season.
• Netty Rebel Tee Women's and youth supporter tee celebrating the Netty Rebel spirit for game day.
• Take Flight Hoodie Ultra-soft hoodie designed for game day, home viewing, or casual wear.
• Polar Fleece Signature blue polar fleece with cozy high neck, relaxed fit, and embroidered Mavericks logo for cold weather support.
• Pride T-Shirt Pride-themed t-shirt supporting inclusivity and diversity within the Maverick community.
• Pilot Tee Black supporter t-shirt in the Pilot series suitable for everyday Maverick support.
• Innovator Tee Supporter tee from the original supporterwear range celebrating the innovative Maverick spirit, available in adult, women's, and youth cuts.
• Changemaker Long Sleeve Shirt Long sleeve shirt celebrating changemakers and the Maverick spirit for the SSN season.
• Fearless Long Sleeve Shirt Adult, women's, and youth tonal long sleeve shirt for game day support.
• Boundary Breaker Tee Women's and youth supporter tee celebrating the new chapter of netball the team represents.
• Groundbreaker Tee Supporter tee celebrating the team's fresh new look bringing innovation to netball.
• Essential Hoodie Versatile unisex hoodie in grey marle with relaxed fit, suitable for layering or solo wear.
• New Balance x Melbourne Mavericks Lifestyle Tee Collaboration apparel with New Balance featuring charcoal tees with both New Balance and Mavericks logos, available in unisex and youth cuts.
• Core Tee (Grey Marle) Grey supporter t-shirt in the Core series for everyday Maverick support.
• Goose Plush Toy Team mascot plush toy with pastel horn and floppy limbs for kids and fans.
• Stadium Socks Crew socks featuring the wings emblem embroidered on the side in sky blue, available in sizes 4-8 and 9-12.
• Scrunchie Set Set of two Mavericks scrunchies for game day outfit.
• Reversible Bucket Hat Reversible hat with sapphire blue wings logo on one side and pink chevron on the other, available in youth and adult sizes.
• Retro Flat Cap Retro 5-panel design cap incorporating all Mavericks colors, designed to pair with the Retro Spray Jacket.
• Sapphire Baseball Cap Cotton terry towelling baseball cap with embroidered club name and MAVS nickname, adjustable one-size-fits-most.
• Tonal Baseball Cap Stylish tonal embroidered baseball cap for completing game day outfit.
• The Pilot Drink Bottle MAVS branded drink bottle with bold logo and spill-resistant design for hydration.
• Goose Drink Bottle 750ml BPA-free drink bottle featuring the Goose mascot in full color print.
• Gilbert Netball (Size 5) Official Gilbert netball in full size 5 featuring sky and sapphire blue colors for practicing skills at home.
• Hand Flag 2.0 Game day hand flag for showing support and collecting player signatures, in new color and design.
• Beanie Knitted beanie with embroidered wings logo on front panel and pom-pom on top.
• Courtside Scarf Knitted scarf in blue and pink colors for game day support.
• Groovy Goose Tee (Youth) Youth t-shirt featuring the Goose mascot, combinable with Goose Keyring and Drink Bottle.
• Match Tickets (Super Netball) Primary match ticket sales for Melbourne Mavericks Super Netball home games at John Cain Arena, distributed through Ticketek.
• Melbourne Mavericks Membership Annual and seasonal memberships providing 10% merchandise discount via 5-digit member number, exclusive content, and game day experiences.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered principal, major, diamond, gold and core.

• Cobram EstateprincipalGTM or Marketing PartnerCobram Estate is the Principal Partner of Melbourne Mavericks, providing major sponsorship and community engagement through the Cobram Community Roots initiative.
• TyrepowermajorGTM or Marketing PartnerTyrepower serves as a Major Partner of the team.
• Lean CuisinediamondGTM or Marketing PartnerLean Cuisine is a Diamond Partner of Melbourne Mavericks.
• NatiodiamondGTM or Marketing PartnerNatio Natural Australian Beauty is a Diamond Partner supporting the team.
• HillsgoldGTM or Marketing PartnerHills is a Gold Partner of Melbourne Mavericks.
• HenleygoldGTM or Marketing PartnerHenley is a Gold Partner of the team.
• New BalancecoreStrategic or Co-development PartnerNew Balance collaborated with Melbourne Mavericks on exclusive lifestyle apparel products including the New Balance x Melbourne Mavericks Charcoal Tee in both youth and adult cuts. Products feature both New Balance and Mavericks logos.
• TicketekcoreChannel Partner/ Reseller/ DistributorTicketek is the official ticketing partner providing match ticket sales through premier.ticketek.com.au
• Netball AustraliacoreOthersMelbourne Mavericks competes in the Super Netball League under Netball Australia governance. Netball Australia HQ is based in Fitzroy, Victoria.
• SaintcoreStrategic or Co-development PartnerSaint is the official apparel partner providing game day shorts and activewear. Products include Saint Official Mavericks Game Day 4' Shorts made with recycled nylon fabric featuring Mavericks branding.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Giants Netball: Sydney-based Super Netball franchise affiliated with the GIANTS Sports group. Same league, same governance, and operates a directly comparable team-merchandise and ticketing business model.
• Queensland Firebirds: Super Netball franchise in Brisbane with an established multi-decade fan base. Same league, same governing body, and similar team-branded merchandise, ticketing, and sponsorship revenue streams as Melbourne Mavericks.
• Melbourne Vixens: The other Melbourne-based Super Netball franchise and direct local rival. Competes in the same league, plays home games in Melbourne, and sells team-branded merchandise and memberships through a comparable model — the closest possible peer for Mavericks.
• NSW Swifts: One of the original Super Netball franchises based in Sydney. Operates under Netball Australia governance with the same league economics, merchandise DTC model, and membership/ticketing structure as Melbourne Mavericks.
• West Coast Fever: Perth-based Super Netball franchise competing in the same league. Operates a similar DTC merchandise, ticketing, and membership model under the same Netball Australia governance structure.
• Adelaide Thunderbirds: Adelaide-based Super Netball franchise. Direct competitor in the same eight-team league under Netball Australia, with comparable merchandise, membership, and ticketing operations.
• Collingwood Magpies Netball: Super Netball franchise affiliated with the Collingwood Football Club. Operates within the same SSN league economics and benefits from cross-code AFL/Super Netball sponsor relationships, offering a useful comparison on co-branded merchandise and shared-audience monetization.

Emerging players

• Sydney Flames: WNBL basketball franchise with a comparable DTC merchandise, ticketing, and membership structure under a national sporting code. Useful as an adjacent emerging-team comparison for female-led professional sports properties in Australia.

Regional players

• Central Pulse: New Zealand's leading ANZ Premiership netball franchise. Comparable netball-specific team business (merchandise, memberships, ticketing) but operates in a different country and league, making it a regional rather than direct peer.

Broad incumbents

• Melbourne United: Established NBL basketball franchise based in Melbourne with a mature DTC merchandise, ticketing, and membership model under the same John Cain Arena venue. A broader incumbent in Australian professional-team merchandise operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MelbourneMavericks
• Facebookfacebook.com/melbournemavericks
• Instagraminstagram.com/melbournemavericks
• LinkedInlinkedin.com/company/melbourne-mavericks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Melbourne Mavericks